Fashion

adidas Announces Long-Term Deal With Jerry Lorenzo's Fear of God

Under the new alliance, Lorenzo will launch sub-label Fear of God Athletics.

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adidas and Fear of God have announced a long-term partnership that will see designer Jerry Lorenzo oversee the creative and global business strategy of adidas basketball. The partnership will also allow Lorenzo to launch a new sub-label, Fear of God Athletics. The line, which joins Fear of God ESSENTIALS, will focus on performance basketball wear and sports-oriented lifestyle products.

“This is a role that is unprecedented in its very nature…This is a fearless move where shared vision and conviction are at the heart of the accretion of two brands shaping sports and culture, with the purpose to truly multiply our nuanced strengths to revolutionize the performance basketball industry forever,” Lorenzo said in a press release. “adidas and Fear of God share the same dream for the future of basketball, on and beyond the court, and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years,” he added.

Stay tuned as updates on Fear of God Athletics emerge.

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